Macmillan Cancer Support: Events Growth Hack

Macmillan Cancer Support, a charity, used drones and event footage to grow awareness of its Mighty Hikes events in the UK.

Campaign details

Brand: Macmillan Cancer SupportLead agency: Medialab

Campaign Overview

Macmillan needed to outpace the steady growth of its previous Mighty Hikes events to meet tough goals.

In 2019, the cancer charity wanted to significantly grow income and lead the walking event market, despite a crowded fundraising event sector.

Strategy

Previously, Mighty Hikes focused on targeting the most valuable event participants and lookalikes. But scaling beyond digital channels was an uphill struggle.

Behavioural insight informed a different way of thinking about targeting, and engaging with, potential event participants. People tend to take part in events as a...

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